Amadeus is extending a helping hand to destination marketing organisations (DMOs) to improve their marketing campaigns with analysis of up-to-date travel data through Destination insight.
This latest product from Amadeus’ Travel Intelligence division equips DMOs with timely insights into the competition and traveller intentions to help them to adjust and build more effective campaigns.
“By analysing billions of up-to-date global air travel transactions in near real time, the suite can reveal hidden opportunities for DMOs to boost their destinations’ growth,” said Amadeus in a statement.
Destination Insight has two modules – Top View and Navigator.
Top View gives DMOs a comprehensive picture of their performance with the ability to benchmark versus other destinations. It also provides insights into searches and booking information, date of travel and length of stay, as well as help pinpoint origin markets in need of attention to grow visitors.
Navigator provides travel agency booking data that can improve DMOs’ response to external factors such as currency fluctuations or weather, for example an unusually warm period contributing to an unexpected spike in bookings.
Big data helps destinations understand traveller intentions. (Image credit: Fly_dragonfly/iStock)
Pascal Clement, head of travel intelligence at Amadeus, said big data is enables organisations to look into the future and anticipate the needs of customers.
“Destinations that can understand today’s travellers through data, and respond with targeted, effective campaigns will be well-placed to capitalise on changing traveller preferences”.
Visit Flanders is among the first DMOs to use the suite, which it said has helped it become more flexible in its marketing strategies and track the impact of global factors on traveller demand.
View here Amadeus white paper, ‘Smart decisions for smart destinations using big data’.
• Featured image credit: TCmake_photo/iStock
